It seems that even the automotive giants have their moments of "identity crisis". After trying to revolutionize the way we relate to nomenclature, Audi seems ready to retreat. The Audi A5, the model that recently took over from the legendary A4, could return to its historic name with the upcoming facelift. The decision comes after customers and dealers raised more eyebrows than they pressed the accelerator pedal.
Three years ago, Audi launched a strategy that seemed logical on paper: even numbers (A4, A6, Q4) were to be reserved exclusively for electric models, while odd numbers (A3, A5, A7) remained the "sanctuary" of internal combustion and hybrid engines.
So, overnight, the Audi A4 — a symbol of the premium midsize class for three decades — became the A5. The problem? The A5 name was already taken in the minds of fans by the much more niche coupe and sportback. Audi CEO Gernot Dollner recently admitted that the change had created unnecessary confusion.
“A is for passenger cars, Q is for SUVs, and the number should clearly describe the segment of the car,” Dollner explained, suggesting that, with the current generation facelift (launched in 2024), the A4 could return home to the hatchback of the mid-size sedan.
In Romania, Audi has always been a top player in the premium segment, but the "juggling" with the name was felt in the sales figures. While its direct rival, BMW, had a record 2025 in Romania with over 5,500 registered units (an increase of almost 7%), Audi was in a period of transition, often occupying third place in the German triad, after BMW and Mercedes-Benz.
Top premium sales in Romania (2025):
BMW (Distinguished leader, with models like the X5 and 3 Series at the top)
Mercedes-Benz (Solid in SUV and C-Class segments)
Audi (Struggling to explain to customers that "the new A5 is actually the old A4")
For those who want to purchase the "former A4" now, here are the starting prices in the local dealer network:
| Model Variant | Starting Price (Approx. incl. VAT) | Base Powertrain |
| Audi A5 Sedan | €43,100 | 2.0 TFSI (150 HP) |
| Audi A5 Avant | €45,100 | 2.0 TFSI (150 HP) |
| Audi A5 Diesel | €51,000 | 2.0 TDI (204 HP) |
| Audi S5 Sedan | €77,100 | 3.0 V6 (367 HP) |
The confusion was not just one of marketing, but also one of residual value. Many Romanian customers, loyal to the brand, hesitated to make the switch to the new A5, fearing that the name would not have the same resale value as the established A4.
In addition, the used car segment in Romania, where the Audi A4 is a true champion, remained stuck in the old nomenclature. Used car dealers reported that many buyers were searching for "A4 2025" and were surprised to learn that the model simply did not exist in the thermal version under that name.
Audi seems to have learned its lesson: history doesn't change through marketing. Returning to the A4 name with the facelift could be just the spark needed to make up for lost ground to the BMW 3 Series. After all, in the premium segment, tradition matters as much as the number of screens in the cabin.